A unique online platform, FoodNeverComes, is captivating millions by offering the full experience of ordering food without ever delivering a single dish. Developed by 26-year-old software engineers Purvansh Parmar and Anshul Sharma from Udaipur, India, the website has attracted over 2.7 million visitors since its launch in June.
The Rise of 'Dopamine Sites'
FoodNeverComes is part of an emerging internet phenomenon dubbed “dopamine sites.” These platforms meticulously recreate the rituals of online consumption – from browsing menus and adding items to a cart to checking out and tracking a fictional delivery – but omit the actual purchase or receipt of goods. This trend, which originated in South Korea, has expanded to global markets, with similar sites simulating shopping trips and even holidays.
From Unfinished Carts to a Viral Concept
The inspiration for FoodNeverComes stemmed from a common observation: many users fill online shopping carts without completing their purchases. Parmar and Sharma, who met during a computer science diploma and later co-founded NeuroX AI, recognized the inherent satisfaction in this pre-purchase phase. Their website transforms this familiar behavior into the core experience, offering 22 kitchens, 327 dishes, and 319 real recipes for users to explore and 'order'.
The founders confirm that FoodNeverComes is not designed for profit. They intend to keep it free and potentially share user data with neuroscientists and psychologists for research. Expanding on this concept, they also created TripNeverLeaves, a platform where users can plan virtual holidays and take flights that never depart the runway, which has garnered over 100,000 visitors.
The Psychology Behind Simulated Consumption
Why do these simulated experiences resonate with users? Experts suggest the satisfaction lies less in the actual acquisition and more in the anticipation. Kent Berridge, a neuroscientist at the University of Michigan, differentiates between 'wanting' (the motivation to obtain something) and 'liking' (the pleasure of having it), noting that dopamine is more closely linked to the former.
Yale researcher Ravi Dhar describes this anticipation as “anticipatory utility,” highlighting the pleasure derived from simply looking forward to consuming something. Stanford psychiatrist Anna Lembke further clarifies that dopamine's role is complex and not solely a 'pleasure chemical'.
While it remains unclear whether simulated consumption can genuinely satisfy a craving, Berridge anticipates the novelty might eventually fade. Dhar, however, suggests it could offer some form of release. Lembke cautions that repeatedly engaging in these virtual rituals might inadvertently reinforce the behaviors they aim to replace. For now, FoodNeverComes and its counterparts redefine online interaction by turning the lead-up to consumption into the experience itself.